内部营销、员工满意、服务质量与顾客满意关系研究

为了确定内部营销、员工满意、服务质量和顾客满意之间的因果关系,本文在文献研究的基础上构建了内部营销—员工满意—服务质量—顾客满意关系模型,并以35家商业银行的员工和顾客为实证样本,采用因子分析、结构方程模型检验了模型的假设关系。研究发现:内部营销不能直接影响顾客满意,但可以通过员工满意和服务质量而间接影响顾客满意;员工满意不但直接影响顾客满意,并通过服务质量间接影响顾客满意;服务质量既直接影响顾客满意,也是内部营销和员工满意发挥作用的中间环节。     

Internal branding experiences in the financial services sector in South Africa

There is little doubt that employees are critical to the delivery of the service brand. Although existing models propose methods of internal branding, very little is known about the actual corporate experience. Academics around the world have spent decades probing internal marketing, its subset—internal branding—and the impact of internal branding on service delivery. This research focuses on how organisations execute internal branding, revealing critical success factors as well as obstacles encountered. The research was conducted in five large organisations in the financial services sector in South Africa. Each organisation is a highly recognisable consumer brand; the oldest of which is nearing 200 years of being in business and the youngest is just 20 years old. This research adds to the body of knowledge regarding organisational practice of internal branding. Key themes are identified, three of which are largely absent from extant models and literature.     

An exploratory study into the implementation of internal marketing in small insurance brokers in the United Kingdom

The purpose of this article is to explore internal marketing in the United Kingdom small insurance brokers. Most research on internal marketing has been conducted in large firms. Consequently, research in this field in small firms, particularly small insurance brokers, has been limited despite their significance to the UK economy. In this study, interviews were conducted with 12 UK small general insurance brokers to explore their understanding and implementation of internal marketing. The findings indicate that internal marketing is used informally and that there are some linkages between the elements of internal marketing. This study contributes to knowledge by identifying the impact of the size of broker and the Treating Customers Fairly regulations on the formality of internal marketing. In practice, managers should give more attention to internal marketing activities in order to achieve the company's aims of customer orientation and better performance.     

Extent of managerial IT use,learning routines,and firm performance: A structural equation modeling of their relationship

Organizations increasingly rely on information technology (IT) to improve performance. Yet, there is debate about the pay-off of the IT revolution, and empirical evidence suggests that investments in IT do not guarantee enhanced performance. Drawing from accounting, marketing, management and information technology literature, this study uses structural equation modeling to assess the extent to which managerial use of IT is intertwined with control issues including learning routines (internal and external), product quality, cost improvement, customer satisfaction and firm profitability. The conceptual framework builds on knowledge- and resource-based views and return on quality perspectives. The results indicate support for the theoretical framework. Extent of managerial IT use influences internal and external learning routines that influence quality and cost improvement. Quality improvement significantly impacts customer satisfaction and cost improvement that significantly impact firm profitability. The non-hypothesized paths are not significant, indicating that learning routines, quality improvement, cost improvement and customer satisfaction are intervening variables between extent of managerial IT use and firm profitability. Further, the sample is split into two industry subgroups, durable and nondurable goods subgroups, and the two-group analysis reveals that industry moderates the relationship among the variables under study. The effects are in general more pronounced for durable goods firms.     

Internal marketing and employee commitment: Evidence from the Ghanaian banking industry

Attracting the right mix of employees and getting them committed to the goals and objectives of the organization is a major issue facing service organizations. Scholars have recommended that internal marketing is positively associated with employee commitment but little empirical research exists that has examined the relationship between internal marketing and employee commitment especially in the financial services sector. The current study investigated four internal marketing practices – empowerment, rewards, training and development, and communication and their impact on employee commitment in the retail banking industry. Using data from 410 employees of banks in Ghana, the empirical results indicated that, with the exception of communication, the factors are positively associated with employee commitment. The study concludes that in order to influence employee behaviour in the banking industry in Ghana, bank management must implement measures that provide direct benefits to employees. The strategic implications of the findings are discussed in the article.     

An investigation of internal marketing and its effects on employees in the banking sector in Saudi Arabia

A survey of the impact of internal marketing on perceptions of organizational commitment to employees and employee identification with their employers was conducted among a convenience sample of Saudi Arabia banking employees. The results indicate that internal marketing impacts perceptions of organizational commitment to employees (PBCMT), and rewards, employee empowerment and PBCMT impact employee identification with the organization (EBID). In addition, PBCMT partially mediates the internal communications – EBID and employee empowerment–EBID relationships, and it fully mediates the training – EBID and rewards–EBID relationships. Research and managerial implications are discussed, as are limitations and suggestions for future research.     

Financial service elimination: Objectives and problem situations

Despite the importance of financial institutions' ability to rationalise their service ranges in today's competitive environment, the area of financial service elimination decision making is one of the least researched in the literature on services marketing. This paper reports preliminary empirical research into the objectives that British financial institutions pursue by eliminating financial services, as well as into the problem situations that make financial services candidates for elimination. The findings suggest that there is a wide array of service elimination objectives and problem situations. It is also suggested that there is a need for financial institutions to distinguish between what is their service elimination objective and what is the problem situation that makes them examine a financial service for possible elimination. The practical and theoretical implications that are discussed at the end of this paper point to the need for more empirical research, if the body of knowledge on service elimination is to grow.     

RELATIVE EFFICIENCIES OF NON-LIFE REINSURANCE MARKETING METHODS

Abstract: This paper extends the study of the relative cost efficiency of insurance delivery systems from the primary market to the market for non-life reinsurance services. As in the primary market for insurance services there are two predominant methods of marketing reinsurance services: reinsurers who rely on employees, termed direct writers, and those who rely on brokers.
An extensive literature relating to the primary market for non-life insurance consistently indicates that independent agency insurers have a cost disadvantage relative to exclusive agency insurers. This literature also suggests that independent agency insurers may supply superior service but a continuing erosion of the market share of independent agency insurers suggests that the perceived service differential is not valued sufficiently to offset the perceived cost differential.
The authors find evidence that, cet. par., broker supplied reinsurers operate with lower costs than direct reinsurers but we find less convincing evidence of a service differential favoring direct reinsurers. More significantly, we observe that the largest component of the traditional measure of the reinsurer's cost is the commission paid back to the primary insurer: the seemingly lower cost brokers provide a higher net cost product. Yet brokers thrive in the marketplace suggesting the existence of a product differentiated by service or quality. With the important caveat that measures of service are imperfect and data is limited, we find no evidence of a service differential.     

The impact of brand experience,service quality and perceived value on word of mouth of retail bank customers: investigating the mediating effect of loyalty

The purpose of this research is to study the impact of the antecedents—brand experience, service quality, and perceived value on word of mouth (WOM) recommendations by retail banking customers in an emerging market. The paper also investigates the mediating effect of loyalty on WOM with respect to the abovementioned antecedents. A survey of 412 retail customers of various banks in India was undertaken using a structured questionnaire developed using existing constructs. The results show that brand experience, service quality, and perceived value have a significant impact on WOM recommendations of customers of retail banks. Further, the relationships between the abovementioned antecedents and WOM are mediated by loyalty. This study makes several contributions to the academic literature. First, it establishes the importance of brand experience, service quality, and perceived value as antecedents of WOM in the context of retail banks in an emerging market. Second, it also establishes that loyalty plays a mediating role for the abovementioned antecedents for WOM recommendations by retail customers of banks in an emerging market.     

顾客价值导向的服务品牌构建路径研究

顾客价值需求是服务品牌构建的源点,服务品牌中的价值感知、传播、让渡和传递等关键维度应与顾客价值需求密切相关,基于顾客价值的服务品牌构建的路径包括:确立以品牌为核心的企业愿景和价值;从顾客视角出发进行品牌规划;建立服务品牌战略;360度服务品牌整合营销传播计划与执行;完善服务品牌资产评估系统;持续投资服务品牌。     

An Empirical Investigation of the Interface Between Internal and External Auditors

Professional standards place specific responsibilities on auditors for the discovery of material mis-statements in reports of corporate financial performance. Certain factors have been shown to increase the likelihood of fraudulent financial reporting. One warning sign is the potentially pervasive effect of a weak internal control environment consistent with a weak internal audit group. This study investigates the impact of internal audit department quality differences on auditors ‘willingness to place reliance on the work performed by internal auditors. The study also gives consideration to auditors’ recent experiences with material errors and irregularities and examines the influence of two previously untested individual auditor differences on audit judgment decisions: (1) conflict management style and (2) perception of internal/external auditor communication barriers. The results indicate that auditors attend to internal audit department quality differences and that individual auditor differences exhibit significant influence over auditor judgments. Implications for audit practice are considered and directions for future research are suggested.     

Forging relationships with services: The antecedents that have an impact on behavioural outcomes in the life insurance industry

The extent to which service quality is linked to satisfaction, value and behavioural outcomes continues to be debated in the literature. This research investigated two models involving the linkages between service quality, satisfaction, perceived value, repurchase intention and willingness to recommend to others. The life insurance industry was chosen as the industry for investigation since it is virtually a pure service with little tangibility and high credence properties. Data were collected in Singapore in response to concerns about broadening understanding of these variables cross-culturally. Results of path analysis indicate that service quality has an indirect relationship with behavioural outcome measures via satisfaction and value. The study found that satisfaction was positively associated with customers' re-purchase intentions but its relationship with customers' willingness to recommend to others was relatively weak. This finding has important marketing implications as word-of-mouth has previously been found to have significant influence on customers' purchase decisions.     

Internal Audit Outsourcing: A Literature Synthesis and Future Directions

The internal audit function (IAF), which has traditionally been an in‐house function, is increasingly being outsourced to outside consultants, in line with global trends for other services. This study synthesises research on the outsourcing and co‐sourcing of internal audit services over the last three decades, and suggests directions for future research. It draws from professional and academic literature to highlight the nature of organisations that outsource the IAF, and the main reasons behind the outsourcing decision. The study further examines the financial impact of outsourcing, as well as its impact on financial reporting, internal audit quality and auditors’ independence. The study shows widespread adoption of outsourcing of internal auditing services, largely due to the perceived cost benefits as well as perceived improved access to specialised internal auditing resources. There are mixed findings on the impact of outsourcing of internal auditing services on quality, cost, independence and availability of resources. This study contributes to internal and external audit, corporate governance and outsourcing literature in general, by synthesising the existing research and providing a roadmap with which to understand the origins, development, present state and impact of outsourcing of internal auditing.     

Influence of perceptual metrics on customer profitability: The mediating effect of behavioural metrics

Accountability of marketing actions is a topic of ongoing interest. In accordance with the growing importance of the subject, a multitude of customer metrics has been developed intended to measure and value marketing investments and link their returns to financial results and performance. Managers widely acknowledge the need for quantitative measures of marketing performance but now face the challenge of deciding which metrics to measure and how to interpret them. One of the main difficulties lies in the interdependencies of metrics. Those interdependencies may lead to serious misinterpretation and have been widely neglected in the existing literature. Therefore, this study empirically tests if the influence of customer perceptual metrics (for example, customer satisfaction) on customer profitability persists when customer behavioural metrics are considered. We use data from a large European financial service provider. Our findings support the relevance of mediating effects of customer behavioural metrics (for example, cross-selling ratio) on the relationship between customer perceptual metrics and customer profitability. The article contributes significantly to the body of knowledge about interdependencies between different customer metric combinations by considering direct and indirect links, testing for mediator effects, and evaluating their impact on customer profitability.     

The effect of automated service quality on bank financial performance and the mediating role of customer retention

The impact of automated service quality on bank financial performance and the mediating role of customer retention have received little attention, as scholars have focused on issues of usability and measurement. This study begins by showing the impact of technology on the way banks conduct business and proceeds to discuss automated service quality definitions and the potential influence of automated service quality on retention and financial performance. A mediating model that links service quality to bank financial performance through customer retention in the automated service context is proposed. The results of this empirical study confirm the role of customer retention as a mediator in the effect of automated service quality on financial performance. Implications of the findings are discussed and the limitations of the study and the potential for future research are considered.     

Effects of perceived cost,service quality,and customer satisfaction on health insurance service continuance

This paper aims to contribute to the universal discourse on financial services continuance behavior by examining the impact of service cost on customers’ service-quality perception and service continuance intention. It presents the results of an empirical study that has explored the impacts of service cost, service quality, and customer satisfaction on health insurance customers’ behavioral intention toward continuing or discontinuing with their service providers. Very few studies had examined the impact of service cost on service-quality perception. Our study attempts to fill that gap. A sample of 820 customers was surveyed, and 624 usable responses were analyzed with ANOVA, standard multiple regression, and logistic regression. Our findings indicate that, although highly satisfied health insurance customers will most likely retain their current service providers, customer dissatisfaction does not necessarily lead to discontinuance. Our results also provide some operational implications for health insurance managers, with strategies for reducing attrition and improving customer retention.     

我国商业银行营销渠道的选择

商业银行营销渠道的选择是一项重要的战略决策，它会极大地影响其经营业绩和成本水平。目前，我国商业银行的营销渠道还比较狭窄，基层网点功能单一，服务手段落后。今后，商业银行要根据目标市场客户的需求，积极开发新的金融产品，大力整合、开发和拓宽营销渠道。     

内蒙古高速公路服务区营销现状与对策分析

随着内蒙古经济的快速发展和自治区对交通基础设施投资力度的不断加大,内蒙古的高速公路建设取得了长足发展,作为高速公路重要组成部分的高速公路服务区也获得了难得的发展机遇。高速公路服务区是高速公路的配套设施,直接向司乘人员提供生活和工作服务,对高速公路服务区营销对策研究与提高高速公路服务区的服务质量和整体形象具有重要意义。本文首先介绍了内蒙古高速公路服务区的概况,分析了服务区现阶段营销中存在的主要问题,并在此基础上从发展物流园区、创建服务品牌、构建营销联盟、开展服务营销等四个方面提出了相应的对策与建议。     

Marketing is everything

Technology is creating customer choice, and choice is altering the marketplace. Gone are the days of the marketer as salesperson. Gone as well is marketing that tries to trick the customer into buying whatever the company makes. There is a new paradigm for marketing, a model that depends on the marketer's knowledge, experience, and ability to integrate the customer and the company. Six principles are at the heart of the new marketing. The first, "Marketing is everything and everything is marketing," suggests that marketing is like quality. It is not a function but an all-pervasive way of doing business. The second, "The goal of marketing is to own the market, not just to sell the product," is a remedy for companies that adopt a limiting "market-share mentality." When you own a market, you lead the market. The third principle says that "marketing evolves as technology evolves." Programmable technology means that companies can promise customers "any thing, any way, any time." Now marketing is evolving to deliver on that promise. The fourth principle, "Marketing moves from monologue to dialogue," argues that advertising is obsolete. Talking at customers is no longer useful. The new marketing requires a feedback loop--a dialogue between company and customer. The fifth principle says that "marketing a product is marketing a service is marketing a product." The line between the categories is fast eroding: the best manufacturing companies provide great service, the best service companies think of themselves as offering high-quality products. The sixth principle, "Technology markets technology," points out the inevitable marriage of marketing and technology and predicts the emergence of marketing workstations, a marketing counterpart to engineers' CAD/CAM systems.     

Key account management in financial services: An outline research agenda

The forces of deregulation and technological development have created a highly competitive environment in financial services. Despite the quest for business-to-business service efficiency, most financial services companies know that they must not lose sight of the importance of relationship quality. As a result, there is growing interest in key account management (KAM) in these companies. Research on KAM in general is limited and little has been undertaken in financial services. There are several reasons why KAM practice in financial services may be distinctive: the regulatory environment; the sector's size and diversity; the high degree of intermediation; product diversity and complexity; uncertainty of product performance; the problem of measuring profitability; the challenges of interactive marketing using both traditional face-to-face and complementary direct marketing techniques; and the role of technology in delivery. A research agenda for KAM in financial services is proposed. It is argued that more knowledge in this area would be of benefit to customer relationship management (CRM) research and to practising managers implementing KAM.